Actionable Social Analytics: From Social Media Metrics to Business Insights [White Paper]

Recently, Awareness released a new white paper on social analytics and suggestions on how marketers process and assimilate seemingly endless social data. It has been noticed that marketers are turning towards social analytics to make use of this ‘big data’ while also attempting to understand consumer attitudes and behaviors and to harness these insights for business.

This white paper called ‘Actionable Social Analytics: From Social Media Metrics to Business Insights’ presents comprehensive definition of social analytics to increase marketing and sales effectiveness.

The paper includes insights from analytics experts like Jim Sterne (eMetrics Marketing Optimization Summit, the Web Analytics Association, and author of Social Media Metrics: How to Measure and Optimize Your Marketing Investment), Marshall Sponder (WebMetricsGuru and author of Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics), Connie Bensen (senior manager, community strategy and execution at Dell), Jonas Klit Nielsen (founding partner at Mindjumpers), and Taulbee Jackson (president ad CEO of digital agency Raidious).

The white paper throws some light on the following:

  • How to define social analytics as a discipline.
  • How to use The Social Analytics for Marketing and Sales Effectiveness Framework.
  • Strategies for processing both internal and external social data.
  • Monitoring strategies that contribute to sale.

Social Analytics for Marketing and Sales Effectiveness Framework.

When it comes to actionable social analytics for marketing and sales effectiveness, marketers are advised to focus on specific engagement metrics that are closely tied to lead generation, sales and brand advocacy as detailed in the Social Analytics for Marketing and Sales Effectiveness framework below:

Social analytics Framework for Sales and MArketing Effectivene

Strategies for processing both internal and external social data: This is probably my favourite part of the report, because I have been talking about big data and how to make use of it in my last few posts. Also, I feel it is the core of all high level marketing strategies.

Learnings from external data: The road to social analytics wisdom starts with learning from external data. Marketers need this intelligence to focus their efforts on the platforms and conversations that shape their industry and influence their customer’s views. The report further dwells on this topic and enlists steps to obtain learnings on external data.

Learnings from internal data: While explaining the importance of  social data, Jonas Klit Nielsen explains, “the key to measuring social marketing effectiveness lies in the marketers’ ability to analyze content-to-conversation performance, measuring impressions, reach, frequency, community growth, engagement, virality and share-ability.” The white paper ends with a step-by -step guide on increasing engagement by analysing social content.

The paper ends with some suggestions on how to make use of analytics and monitoring to turn widely available social data into effective sales strategies. Here are some recommendations like establishing a Social Analytics Dashboard and making use of Social Marketing Funnel (model).

To read more about this, you can download the report by clicking here.

Research-Driven Ideas for Social Data


Attending the European Conference of Information Systems in Tel Aviv last week, I was happy to find that areas such as data visualization, predictive analytics, social CRM and ROI etc found their way into the conference. These areas have been somewhat excluded in the past by more traditional information systems research. This shift in mindset also shows a warming towards potential industry topics on the program that can be far more relevant to practice. Industries such as marketing now rely heavily on a new field of social data science to make sense of the large quantities of information about their brand community.

In the following, I will present three new research initiatives from the conference that in my opinion ought to be credited for their contribution to the field social business intelligence. They offered exceptional concrete value to practitioners of social business intelligence: (more…)